I have more than 23 years of collective experience in advertising, branding, design and qualitative consumer research. Presently, I am rounding out my experience by attending the University of Colorado Denver to earn a master’s degree in Information Learning Technologies with and emphasis in Instructional Design and Adult Learning.
My client and industry exposure is extensive and ranges across a full spectrum, including (but not limited to) automotive, consumer packaged goods, homebuilders, food and beverage, financial services, hospitality and healthcare. I have experience in the following:
Charles Schwab - Lone Tree, CO, September 2018 - Present
I currently work as a contracted instructional designer (part time) for Charles Schwab in Talent & Organizational Development, and specifically within Schwab Business Learning and Regulatory and Compliance training.
Title: Instructional Designer
Michelle Sroda, Creative Services LLC - Denver, CO, Present
I am currently working full-time as a freelancer specializing in Graphic and Instructional Design services.
Clients/Project work include: Vail Resorts, Colorado Integrated Food Safety Center of Excellence, Institute for Supply Management, AAA Arizona, Inc., Bayntree Wealth Advisors, Integrated Orthopedics, SpringBoard Healthcare, Nation Iranian American Council, Nucleus Marketing Lab, Osio Culinary Group (Sumomaya, Local Bistro, Central Bistro, Kale & Clover), Breathe Life Healing Centers, Brand Outlook, Ryan House, Ava Rose Designs, Phoenix Library Foundation, SoberWay, Arizona Detox Centers, Skyhouse for Women, AZ Health-e Connection, DeNovo Scan, Tri 4 The Cure AZ
Charles Schwab - Lone Tree, CO, June 2018 - August 2018
As part of my master’s program, I participated in the Charles Schwab Internship Academy. I worked under the Human Resources umbrella within Talent & Organizational Development, where my role was “instructional design intern” within the team that creates
business learning, specifically regulatory and compliance training.
Title: Instructional Design Intern
Bigfish Creative Group - Scottsdale, AZ, July 2010 - June 2014
Bigfish is a digital solution and creative ad agency
Title: Visual Strategist, Art Director, Account Manager
I joined Bigfish Creative Group to infuse my branding and qualitative research experience to their list of product offerings. The majority of my workload included working on the Scottsdale Healthcare account and it’s many departments and service lines, re-configuring and re-aligning the client into one cohesive brand at all points of contact. Qualitative research design and moderation were conducted for CareCredit.
Clients included: Scottsdale Healthcare, CareCredit, Sage Software, The Leukemia & Lymphoma Society Arizona Chapter
SHR Perceptual Management - Scottsdale, AZ, August 2007 - June 2010
SHR Perceptual Management is a brand development firm that identifies and shapes consumer and business to business products, services, creates and manages brand image, revitalizes consumer brand perceptions and differentiates products and services from their competition.
Title: Research Manager and In-house Moderator (RIVA trained), Visual Strategist
I managed SHR’s research department and consumer testing processes including; moderating qualitative focus groups, project management and coordination, develop focus group stimuli, focus group facility management, recruiting and reporting.
Clients included: Suzuki, Focus on the Family, Pulte Homes, HealthNet, PetSmart, Yellow/Roadway, Crested Butte, The Canyons Ski Resort
Michelle Sroda, Creative Services, LLC - Scottsdale, AZ, February 2005 - August 2007
I worked independently doing freelance research, focus group moderating and graphic design.
Clients and contract work included: SHR Perceptual Management, Six Degrees, Scottsdale Healthcare, Mercer, Mill Avenue District
SHR Perceptual Management - Scottsdale, AZ, January 2000 - January 2005
SHR Perceptual Management is a brand development firm. I worked within the Sensory Positioning process that utilizes sensory signals (i.e. images, sounds, smells, tastes, video clips etc.) to shape consumer perceptions, designing research and producing testing materials as well as qualitative focus group moderation and written interpretations of consumer focus groups.
Title: Visual and Sensory Strategist
Clients included: Coca-Cola, BMW Germany, General Mills, Mitsubishi, Mary Kay Cosmetics, Alaska Airlines, Kodak, Discount Tire Company, PetSmart
Square One Design - Scottsdale, AZ, November 1996 - December 1999
Square One Design was an advertising and design firm. I had a lead role with clients handling their needs in all aspects including; concepting and designing advertising campaigns, account supervision, media insertions, client billings
Title: Account Supervisor/Senior Designer
Clients included: Scottsdale Healthcare, Baptist Hospitals and Health Systems, Rental Service Corporation (RSC),
Discover the World Marketing
The Martz Agency - Scottsdale, AZ, July 1995 - October 1996
The Martz Agency is a full service advertising, public relations and branding agency. I conceptualized, designed and managed the production of various advertising mediums.
Title: Associate Art Director
Clients included: The Super Bowl Host Committee, Del Webb, Big Four Restaurants, Rawhide, Lil’Gym, Bucky’s Casino
Bratt Advertising - Tucson, AZ May 1994 - July 1995
Bratt Advertising is a full service advertising agency. I conceptualized, designed and managed the production of various advertising mediums.
Title: Associate Art Director/Account Manager
Clients included: SunTran, Casino of the Sun